Listening to the VoC with Nicholas Zeisler, Customer Experience Executive & Author of “We’re Doing CX Wrong and How To Get It Right”

In this episode of Getting to Aha!, Darshan Mehta is joined by Nicholas Zeisler, Customer Experience Executive & Author of “We’re Doing CX Wrong and How To Get It Right.” They talk about Nicholas’ aha! moment to improve customer experience, finding his purpose in this niche, running VoC programs for customer satisfaction, and delivering on your brand promise. He also shares tips on gaining the voice of the customer and embracing negative feedback as the crux of brand growth and improvement. Nicholas touches on employee enablement, understanding how customers use your product, and leveraging your services.

Nicholas Zeisler is a Customer Experience Executive, CX Strategist, and Principal at Zeisler Consulting. He’s also a host, Head of Customer Experience at Founders Live, and the author of “We’re Doing CX Wrong and How To Get It Right.” Nicholas’ expertise lies in building organizations’ customer-centricity by aligning corporate and Customer Experience strategies, developing Voice of the Customer (VoC) functions, strategy alignment, and fostering a customer-centric culture. He’s a Lean Six Sigma Black Belt, a Certified Scrum Master, and holds a Master’s Degree in Operations Research.

KEY TAKEAWAYS

👉 If you're more customer-centric, your customers will be happier, thereby increasing their chances of coming back

👉 “Voice of the customer {VoC} is not the end of your CX journey. It's the beginning”

👉 “Use your voice of the customer to actually do something.” It's very important to take action with the information that you get from your customer insights program—the purpose of your VoC program should be to identify things for you to do

👉 The reason you do CX shouldn't be for ROI, sales, or revenue. It should be to eliminate the gap that may exist between your customer's experiences and your brand promise

👉 “Don't just rely on surveys; get out there [and] walk in your customers' shoes”

👉 “Start with why. Understand why you're doing CX in the first place, and that will flow down to all the different parts of your VoC”

👉 Ask something meaningful based on what you're trying to accomplish. When you're ascertaining your insights from your VoC program, think beyond NPS and C-SAT

👉 “Don’t be an ‘askhole.’ Actually take action based on what your customers are telling you”

👉 Walk in your customer's shoes; it's even more valuable than surveying

👉 “...When I use the term brand promise, I'm talking about a conglomeration of your mission, vision, your values, your principles, what you're trying to deliver”

👉 Ask open-ended questions in your VoC

👉 “The whole purpose of VoC is to solicit negative feedback”

👉 When you listen to your customers, you can find that niche, and you can develop your brand promise in a way that ties in with your priorities, values, and principles

👉 If you concentrate on your brand promises, you’re asking how you can make experiences real to our customers

👉 Listen to your customers

Listen now!

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Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

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